West Edmonton Mall Store Home to Simons Aurora
QUEBEC CITY, Feb. 19, 2013 /CNW/ - Simons, the renowned family-owned
fashion retailer from Quebec City, will unveil a permanent in-store art
installation called Simons Aurora at its new West Edmonton Mall location on Wednesday, February 20.
Designed by Canadian artist and architect Philip Beesley, Simons Aurora is a canopy of crystalline columns that uses sensory mechanisms to
respond to human movement, creating a gently swelling and rippling
ocean of light.
Simons stores are compelling, original environments that inspire
customers through fashion, art and architecture. The West Edmonton
Mall location was designed by award-winning firm Figure3 and realized
by Lemay Michaud Architecture Design. The exterior showcases vertical,
twisted titanium blades that create dynamic arches and a 30-foot glass
cube built into the corner of the building that shines like a beacon -
day and night.
"We continuously challenge ourselves to build stores that go beyond the
norm. We want to inspire and delight our customers, not only with our
fashion, but with the surroundings, making the Simons experience unique
and memorable," said CEO Peter Simons. "Philip Beesley's Simons Aurora is a stunning piece of sculptural architecture that reflects our shared
appreciation of beauty and art."
Inspired by the aurora borealis, Simons Aurora is composed of laser-cut acrylic, mylar and custom glassware.
Suspended from the ceiling of the store's north atrium, the
installation is 68 feet long, 26 feet wide, and has more than 40
electronically active columns of varying lengths. Philip Beesley's team
used a new generation of electronics that allows a highly complex,
intelligent digital fabric to create responsive chain reactions of
"We were excited by the idea of working with the Simons family which has
a long-standing reputation for creating innovative retail spaces," said
Philip Beesley. "The scale and atmosphere of the Edmonton location
allowed us to envision a significant installation that would adapt to
and be energized by interactions with customers."
The installation of Simons Aurora will take eight members of Philip Beesley's studio and a large team of
local artists, designers and students 17 days to complete. The process
will be captured on time-lapse video. While Philip Beesley's works
reside in many countries around the world, Simons Aurora is Beesley's first permanent installation in Canada.
Simons was founded in 1840 by John Simons as a dry goods store in Quebec
City. Since then, the company has built its reputation on being
passionate about fashion - a value that has been handed down from
generation to generation. Simons offers a curated selection of renowned
international designers (such as Balmain, Missoni and Paul Smith), as
well as an exhaustive, fashion-forward collection of its own exclusive
and innovative private label brands for men and women. Simons also
carries home fashions for the bedroom, bathroom and kitchen. In
addition to the West Edmonton Mall location that opened in fall 2013,
Simons has seven well-established stores in Quebec: Montreal, Laval,
St. Bruno, Sherbrooke, and three locations in Quebec City, including
its headquarters in Old Quebec.
Follow Simons on Twitter: @SIMONS_eng (English) or @Simons (French), Facebook: facebook.com/simons.ca or visit www.simons.ca.
About Philip Beesley Architect Inc.
Philip Beesley Architect Inc. is an interdisciplinary design firm
located in Toronto, Canada. The studio's design methods incorporate
advanced digital visualization, industrial design, digital prototyping,
and mechatronics engineering. Sculptural work in the past decade has
focused on lightweight 'textile' environments and landscape
installations. Experimental projects have increasingly focussed on
lightweight and immersive digitally fabricated "textile" structures,
featuring interactive kinetic systems that use dense arrays of
microprocessors, sensors and actuator systems. These environments
combine synthetic and near-living systems in pursuit of a distributed
emotional consciousness. Currently, there are 15 artists, designers,
architects, and engineers within the collective.
For further information:
For Simons (English), contact:
Carla MacNeil, Jane Gill & Associates
For Simons (French), contact:
Harry Tsantarolakis, Simons
514.282.1840 ext. 1155
For Philip Beesley, contact:
Sue Balint, Philip Beesley Architect